Brand Safety

ABC has today issued its first Content Verification (CV) Summary Report. The report provides a summary of results for the five CV products that have been certified by ABC across 10 performance indicators.

The summary report, which will be issued on a six-monthly basis in the future, has been launched to meet the needs of the advertising and media buying and planning community, making it easier for them to compare and contrast different CV products at a glance.

It includes an executive summary for a commercial overview of the certification programme and a table of certified results. This table combines the certified data for each product, listing the various tests, first at a principle level, then in more technical detail.

Following an initial Report on CV Technology released by ABC in February 2012, the certification programme was launched in May 2012 to provide the industry with transparency on the capabilities of CV technology which deliver to advertiser's greater brand safety confidence in the online trading process.

The programme is based on industry standards approved by JICWEBS and involves ABC rigorously testing the ability of Content Verification products to block or report, in real time, the serving of an online advertising onto destinations that have been defined as inappropriate to the advertisers' campaign.

The following CV products are included in the summary report:

The AdSafe Firewall from Integral Ad Science

Project Sunblock Proxy Mode from Project Sunblock Ltd

Emediate SiteScreen from Emediate ApS

comScore vCE Validation from comScore

BrandShield from DoubleVerify

All these products have achieved a great deal in raising the standards for brand safety in online ad placement. With regular independent certification, these CV products continue to demonstrate their commitment to transparency, a key element in securing a safer, trusted environment for online advertising.

Jan Pitt of ABC said: These products are at the forefront of online advertising technology. We're pleased to be working with such pioneers, helping them demonstrate their capabilities while also providing the industry with guidance in what can be a complex area.

Nigel Gwilliam of the IPA said: We congratulate these companies in delivering independent certification of their technology to industry agreed standards. Taking a pro-active role in delivering this transparency is key to the buying community as it seeks assurances about the brand safety of the online inventory it uses.

LINK:	http://www.abc.org.uk/-News-And-Views-/News/Raising-Trust-with-ABC-Cer...
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